Walter Cronkite School of & Mass Communication Jessica Pucci Arizona State University Associate Dean 555 North Central Avenue & Professor of Practice Phoenix, Arizona 85004 602.596.5066 [email protected] / @jessica_pucci ​ ​ ​ ​ ​

Academic Leadership

Associate Dean 03/2020-present Arizona State University / Walter Cronkite School of Journalism & Mass Communication ➔ Lead the Cronkite School’s online degree programs (2 graduate degrees, 3 undergraduate degrees, 3 minors/certificates) and oversee all online curriculum, instructional design, faculty hiring and training, and enrollment management. ➔ Grew online undergraduate students +23.7% Fall 2019 to Fall 2020; +63.8% Fall 2018 to Fall 2020; launched online graduate degree in Fall 2018 and grew to 400 students in Fall 2020. ➔ Lead on-campus undergraduate recruitment by cultivating a data-driven, omnichannel recruitment strategy and mobilizing a dedicated recruitment team. Under her leadership, the Cronkite School earned the most applications in school history during the 2021 admissions cycle. ➔ Oversee the Cronkite School’s strategic communications curriculum, including three award-winning immersive experiences: the PR Lab and Digital Audiences Lab (both faculty-led, student-run agency experiences producing real results for real clients), and the New Media Innovation & Entrepreneurship Lab. ➔ Lead COVID tactical response for classrooms and instructors, including a rapid-response command center for in-person and hybrid course delivery. ➔ Lead Los Angeles expansion, including new degree program oversight, curriculum development, logistics planning and faculty recruitment. ➔ Host of “Study Hall: Data Literacy” YouTube series co-developed with Crash Course. ​ ​ ➔ Lead rich inclusion-focused onboarding program for new faculty. ➔ Oversee Cronkite School digital marketing strategy and execution. ➔ Maintain a development portfolio focused on technology partnerships. ➔ Direct high-level faculty and staff recruitment.

Assistant Dean 01/2019-03/2020 Arizona State University / Walter Cronkite School of Journalism & Mass Communication ➔ Lead the school’s Digital Audiences Programs (below), including four degree programs. ➔ Oversee the school’s Digital Audiences Lab, an innovative professional program (aligned with the school’s “teaching hospital” model) focused on audience growth that serves as the digital agency of record for eight media clients. ➔ Design, execute and oversee executive education and non-degree online programs. ➔ Direct high-level faculty and staff recruitment. ➔ Collaborate with Cronkite leaders on critical school aspects, including student recruitment and retention, development, student success and more.

Director of Digital Audiences Programs 12/2018-present Arizona State University / Walter Cronkite School of Journalism & Mass Communication ➔ Oversee and continually optimize the school’s Digital Audiences curriculum, a suite of four degree programs designed to teach skills and share knowledge across digital strategy, search engine optimization and marketing, paid/organic social media campaigns, audience analytics and performance, digital content creation, content and campaign testing, and audience engagement and growth. ➔ Manage four Digital Audiences degree programs: a b​ achelor of science, master of ​ science, graduate certificate and undergraduate minor. Launched the degree programs throughout 2018. ➔ Develop and teach undergraduate and graduate Digital Audiences courses. ➔ Direct client and partner relationships, including client recruitment/retention for the Digital Audiences capstone course, a virtual agency experience in which online students serve clients in real time. ➔ Launched the Digital Audiences Lab, a professional program that complements the Digital Audiences curriculum and teaches digital marketing concepts in real time. ➔ Recruit and hire adjunct faculty across the Digital Audiences curriculum.

Ethics & Excellence Professor of Practice 02/2015-present Arizona State University / Walter Cronkite School of Journalism & Mass Communication ➔ Develop and teach courses in digital audience research, development, analytics and engagement, and evangelize those skills throughout the school’s classes. ➔ Launched the 90-Minute Mastery series of skills-building workshops, which expand students’ digital skills and toolsets. ➔ Create and advance partnerships with social media and analytics tech organizations. ➔ Led the school’s student team in the award-winning Electionland project, a groundbreaking news partnership among ProPublica, Google, and others to identify, verify and cover issues of voter suppression during the 2016 presidential election. ➔ Led 20+ students in the 2017 NCAA Final Four Social Media Hub, which served as the content engine and command center for the tournament’s social media presence.

Social Media Director / Cronkite News 02/2015-12/2018 Arizona State University / Walter Cronkite School of Journalism & Mass Communication ➔ Created and led the social media team for Cronkite News, the news division of Arizona PBS and the school’s pinnacle student professional program, and mentored all Cronkite News students (100+ each semester) on content performance and social media. ➔ Implemented a data-driven engagement strategy, including “competitive” newsroom leaderboards, and daily reach and engagement goals for the social team. ➔ Worked side-by-side with social team students to train on social tools, create campaigns, optimize content and measure performance in real time. ➔ Developed an analytics reporting system designed to engage and teach the newsroom ➔ Directed live news event coverage across digital platforms, including the 2016 presidential election, 2018 midterm elections, political rallies and more. ➔ Spearheaded social-first storytelling, emphasizing innovative approaches and data-driven decisions; results include an SPJ Region 11 award and national Mark of Excellence Award finalist (link). ​ ​

Associate Faculty 12/2015-present Arizona State University / Barrett, The Honors College ➔ Direct and advise undergraduate students in honors thesis projects. ➔ Research methods span quantitative to qualitative, including content analysis and site performance and user behavior analysis.

Faculty Associate 08/2014-02/2015 Arizona State University / Walter Cronkite School of Journalism & Mass Communication ➔ Developed and taught an undergraduate ethics course with foundations in philosophical and ethical theory, and an emphasis on application in modern newsrooms; continuously fine-tuned instruction to include newsworthy, notable ethical issues.

Teaching Experience

JMC 366 / Journalism Ethics & Diversity MCO 307 / The Digital Audience MCO 561 / Defining the Digital Audience MCO 438 / Digital Audience Analytics MCO 478 & MCO 570 / Cronkite News MCO 494 / Digital Analytics & The Audience MCO 439 / Digital Audience Growth MCO 493 / Honors Thesis MCO 498 / Japan’s Social Media Culture (study abroad in Tokyo and corresponding course)

Professional Experience

Audience Editor 03/2015-02/2016 Manifest (formerly McMurry/TMG) ➔ Directed brand journalism, social media and engagement for large national home-design and retail clients in an audience-driven model emphasizing constant reaction to analytics, insights and audience behavior. ➔ Led content strategy and managed home-design-focused content for Delta Faucet using a careful mix of editorial instinct and analytics, leveraging team members dedicated to visual design, acquisition and analysis. ➔ Directed creation, content strategy and content development for a Bed Bath & Beyond subdomain.

Managing Editor 07/2006-03/2015 DRAFT Magazine ➔ Directed the editorial department of a national consumer print magazine; added digital strategy and oversight in 2011. ➔ Assigned all editorial content to staff editors and freelancers; managed contracts and all annual, issue, story and shoot budgets. ➔ Managed editorial deadlines and production schedule; led collaboration across art/design/production departments. ➔ Edited all content in draft and proof forms. ➔ Concepted, wrote and contributed to feature stories and departments; coordinated annual “best of” lists; booked celebrity covers/interviews; oversaw special projects.

Digital Editor 06/2011-03/2015 DRAFT Magazine ➔ Directed editorial content across DRAFTmag.com and social media while retaining managing editor duties. ➔ Orchestrated print-to-web story packaging; oversaw five blogs; developed digital databases and content hubs. ➔ Developed and implemented social media strategy; built site/social analytics reporting system and leveraged insights to make data-driven content decisions. ➔ Led collaborations with marketing department to ethically fulfill branded partnerships. ➔ Spearheaded two desktop and mobile site redesigns.

Associate Editor 06/2005-06/2006 Estates West Magazine ➔ Wrote and developed full-length design, travel and real estate features, plus trend-based, market-focused departments. ➔ Copyedited all features and departments, and collaborated with staff, freelancers and interns on revisions and fact checking.

Fashion Assistant 05/2004-09/2004 Marie Claire magazine ➔ Organized and maintained influx of fashion and accessory samples. ➔ Compiled data for and assisted in storyboard creation and reader research projects.

Freelance writer/editor 2005-2015 Client credits include: Massage Envy, Tommy Bahama, Arizona Biltmore and more ​ Editorial credits include: Robb Report, Money magazine, Thrillist.com, HGTV Magazine, Arizona ​ Bride magazine (Newlyweds editor, 2010-2015), This Old House magazine and more

Education & Leadership Development

Advanced Leadership Initiative 08/2020 Arizona State University

Certification in Mindful Leadership 01/2019 Arizona State University

University of Missouri 12/2012 School of Journalism Master of Arts, Journalism

University of Wisconsin 12/2005 School of Journalism & Mass Communication Bachelor of Arts, Journalism

Recognition

ASU Peer Leadership Academy 08/2018-05/2019 Nominated by Cronkite School dean to participate in a leadership development program

EdShift20 Educator / MediaShift 2018 Recognition of leading journalism educators

Top Educator / Crain’s NewsPro 2018 Annual recognition of leading educators in journalism

Online Journalism Award 2017 for Electionland project (Planned News/Events category)

Service & Membership

Facilitator / Faculty Recruitment & Retention Group 08/2020-present Co-lead this initiative to increase diversity and inclusion among faculty

Dean’s designee / Student Media Advisory Board 09/2020-present

Chair / Curriculum Committee 01/2019-present

Member / Curriculum Committee 01/2018-present Elected by Cronkite School faculty to a three-year term

Coach / ASU Academic Bowl 01/2018-01/2020 Lead the Cronkite School’s team in ASU’s university-wide trivia competition

Faculty adviser / Fashion Journalism Club 06/2017-01/2020

Member / Student Media Advisory Board 09/2016-09/2020

Director / 90-Minute Mastery Program 09/2016-present Direct programming for the Cronkite School’s series of skills-building workshops

Chair and member / Cronkite School search committees Served on committees to identify and hire candidates for faculty positions

Member 2015-present Broadcast Education Association Online News Association Association for Education in Journalism and Mass Communication

Invited Presentations (Selected)

“How to Engage Students with Canvas Announcements” 11/2020 EdPlus Faculty Showcase

“Online Course Design & Instruction Best Practices” panelist 4/2020 BEA

Next Generation Leaders summit, coordinator 5/2019 McCain Institute

“Digital Decisionmaking” presenter 5/2019 Public Information Officers Symposium

“Online Course & Program Certification: Quality Matters” panelist 4/2019 BEA

“Twitter for Lawyers,” presenter 2/2019 Sandra Day O’Connor Inn of Court

“The Appealing Online Dialogue: Social Media and Law Practice,” presenter 10/2018 American Academy of Appellate Lawyers

“Hearings in the Headlines: A Panel Discussion About the Relationships 10/2018 Between the Media and the Courts, First Amendment Implications, and What Is Newsworthy,” panelist Maricopa County Judicial Education Program

“Embrace Social: How to Make Social Media Work For You,” presenter 08/2018 Association of Food Journalists conference

“Be More Social: Fresh Ideas for your Feed,” presenter 06/2018 Association for Women in Sports Media

“Translating Digital Metrics into Stronger Social Media,” presenter 05/2018 Mayo-Cronkite Fellowship workshop

“Getting your story read: Maximizing and measuring 04/2018 social media for branding and audience engagement,” presenter Media Editors’ NewsTrain conference

“The Golden Age of Data: Big Data & Media Analytics,” symposium co-chair 04/2018 BEA

“Digital Shake-Ups: Rebuilding Curriculum for the Future,” panelist 04/2018 BEA

“Social Media Metrics,” presenter 04/2018 2017 APS PIO Symposium

“Using Multimedia Tools,” presenter 04/2018 Health Journalism conference

“Curriculum Swapshop: Teaching Twitter,” panelist 04/2017 BEA

“Walter at 100,” panelist 04/2017 BEA

“Fake news,” panelist 04/2017 Scottsdale Community College special presentation

“Promoting the investigation,” panelist 06/2017 Investigative Reporters & Editors conference

“Fake News: Why We Click It, How to Stop,” panelist 08/2017 Society for Professional Journalists special presentation

“Bringing Digital into the Curriculum,” pre-conference workshop co-organizer 08/2017 AEJMC

“Teaching Audience Analytics,” panelist 08/2017 AEJMC

Social Media Strategy workshop leader 04/2017 McCain Institute for International Leadership’s Next Generation Leaders program

“The Power of the Audience” 11/2016 Kiwanis Club of Tempe

“Symposium: Say hello to my little friend!: Using social media effectively” 11/2016 American Society of Agronomy annual conference

“Site and Social Analytics for Beginners” 09/2016 Arizona Newspaper Association convention

Judge, Story of the Year 08/2016 Arizona Newspaper Association

“Beyond Pageviews: Optimizing Analytics” 07/2016 MediaShift DigitalEd webinar

Keynote speaker 10/2014 iBev Conference

Keynote speaker 11/2010 Beer Bloggers Conference

Publications (selected)

Chapter, “Marketing Your Venture: Engagement & Analytics” 2017 Ferrier & Mays, Media Innovation and Entrepreneurship

“How to Use CrowdTangle in the Classroom” 06/2017 MediaShift (Link) ​ ​

“Exploring the Professional Value Systems of Converged Journalists: 05/2012 What are Their Values, and Does the Medium Matter?” Graduate thesis, University of Missouri (Link) ​ ​

Citations in Media (selected)

Quoted in the media as an expert on audience engagement, analytics and digital audience growth/development. Outlets include: , USA Today, MediaShift, Arizona Horizon, Freelance Writers Den, KTVK, KPHO, KSAZ and more.